6. Apple innovation. This company is so good that it causes imaginations to run wild. A hedge fund could float a story that Apple is thinking of buying Saturn in order to develop a new brand of Apple cars and people would go nuts. The name Saturn would instantly become a symbol of quality and innovation. If a similar rumor were floated about IBM ( IBM), investors wouldn't be as quick to jump. The constant innovation coming out of Apple provides traders with endless material for believable speculation.